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Last month, the toy giant announced the launch of its brand-new ‘Play With Purpose’ fundraising and awareness campaign. In partnership with Save the Children – the mission is to provide some of the 15.5 million youth living in impoverished regions of the country with opportunities and resources to integrate purposeful play into their everyday lives; a factor proven critical in children’s emotional, physical and cognitive development and future growth.

Now through April 17, customers can make cash donations at any Toys”R”Us or Babies”R”Us® store, or online at Toysrus.com/PlayWithPurpose to help bring learning through play to kids in need.

The company’s Play With Purpose campaign is designed to support Save the Children’s early childhood development programs – Early Steps to School Success, Literacy/Healthy Choices and the SummerBoost Initiative – which help children in some of America’s most underprivileged areas thrive. To further assist families involved in the Early Steps program, a targeted approach to enhancing school readiness for children ages 0-5, Toys”R”Us will provide Save the Children with “play packs” filled with toys that build key skills and encourage socialization, along with informational materials to educate parents on the benefits of engaging with children during play.

“Witnessing a child’s face light up during playtime is a truly awesome moment. What’s more, play can help children unlock developmental skills, instill confidence and enhance imagination – the building blocks to success,” said Dave Brandon, Chairman and CEO, Toys”R”Us, Inc. “To know that millions of children living in poverty do not have access to play – whether due to limited family resources or knowledge about the importance of play – is heartbreaking. Together with Save the Children, and with the support of our team members and customers nationwide, we will strive to ensure all kids are provided opportunities to play with purpose.”

“Play enhances early childhood development, improving language skills and a child’s social, emotional and physical well-being. That’s why daily playtime is so important,” said Judie Jerald, Senior Advisor for Early Childhood Education Policy at Save the Children Action Network. “Having conducted many in-home visits, I’ve witnessed first-hand the monumental benefits families experience with the basic integration of play in their daily lives – from overcoming behavioral issues, to improving independent learning. Now, with Toys”R”Us providing toys and resources to directly facilitate meaningful play, we can help children foster a love of learning and realize achievements – in school and life – that they and their parents never thought possible.”